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A 43-year-old man was shot at Southlake Town Square Wednesday night. The man later died at Baylor Regional Medical Center at Grapevine. (Published Wednesday, May 22, 2013)

Updated at 2:31 AM CDT on Thursday, May 23, 2013

A masked gunman shot and killed a 43-year-old Southlake man on the parking lot of the affluent city's town center on Wednesday in what appeared to be a targeted attack, police said, and NBC 5 has learned federal agents are investigating possible drug cartel connections.

The shooting happened in front of many witnesses between the Victoria's Secret store and the gazebo in the heart of the upscale town square.

The victim was in the passsenger's seat of a Range Rover when he was shot multiple times, police said.

He later died at Baylor Regional Medical Center at Grapevine.

The victim's wife was behind the wheel at the time. She was unhurt.

Witnesses said the wife spoke in Spanish, asking for help.

The shooter fled in a white SUV, driven by another man, and was last seen driving West on Southlake Boulevard, police said. Investigators only have a general description of the suspects.

The couple's 13-year-old son arrived on the seen soon after the shooting, police said.

"I don’t want to speculate on the motivation of the suspects but everything we’re receiving is this is not a random shooting," said Chief Steve Mylett of the Southlake Department of Public Safety. "This was a targeted incident."

It was the first murder in the affluent suburb in 15 years.

"I’m very surprised, very shocked," said Rachel Fowle, who was at the town square shopping "It's very unsettling it would happen in the middle of the day in such a populated area."

The victim's vehicle is registered to a man with a P.O. Box in Plano. Police have not released the victim's name.

Investigators were reviewing nearby security camera footage to see if it captured the crime.

Witnesses were not able to get the suspects' license plate, police added.